[ Contents ]


Letter to the Reader

1    Design-Driven Innovation

An introduction

Part One

The Strategy of Design-Driven Innovation

2    Design and Meanings

Innovating by making sense of things

3    Radical Pushes

Placing design-driven innovation in the strategy of a firm

4    Technology Epiphanies

The interplay between technology-push and design-driven innovation

5    The Value and the Challenges

Why companies do or do not invest in design-driven innovation

Part Two

The Process of Design-Driven Innovation

6    The Interpreters

Doing research with the design discourse

7    Listening

Finding and attracting key interpreters

8    Interpreting

Developing your own vision

9    Addressing

Leveraging the seductive power of the interpreters

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